The brief asked us to appeal to wives all around New Zealand, by letting them know that MY SKY was TV that actually benefits them and their home life. With its ability to record, pause and rewind live TV, it means their husbands can watch their shows any old time.

We wanted to show wives just how easy it was for their husbands to swap out the remote control for a paint brush, or the dog leash, or a bunch of roses, or your foot to massage, or anything else you wanted him to do. Then at a later time, when he’s earned it and you allow it, the remote control again.

This campaign just launched at time of entry, so we haven’t received any hard results yet. But, anecdotally, the initial response from an overwhelming number of women has been positive and we’re confident this will translate into more MY SKY subscriptions.